A slick new advertising campaign from Harrow Council has highlighted the problem of chewing gum on the pavement.

The new ads, which appear on posters and bus stops across the town, warn that people caught dropping chewing gum will be handed a hefty £75 fine.

Councillor Graham Henson, who is responsible for the environment, said: “Is there anything more anti-social than spitting or dropping used gum in the street?

“We fine the same for dropping chewing gum as we do any other form of litter, but perhaps we should charge more – after all, no other litter sticks like glue to shoes, clothes, hair, pavements. It’s just disgusting.”

The push to rid Harrow’s streets of gum is part of a nationwide campaign being run by the Chewing Gum Action Group, whose members include Keep Britain Tidy and chewing gum maker Wrigley.

The group reports that 95 per cent of streets in the country are stained by chewing gum.

Each piece of flattened gum costs the council about 10p to clean up, which quickly adds up given there are on average three blotches on every paving slab.